Despite concerns expressed by tourism industry representatives about a weaker-than-expected summer season, Montenegro’s Ministry of Tourism maintains that the 2025 tourist season is progressing steadily, particularly in the northern parts of the country. The Ministry emphasized that the sector is showing resilience in the face of various global challenges, including inflation, geopolitical tensions, and regional instability.
Officials noted that tourism dynamics are shifting, with growing demand for diverse and authentic experiences. While coastal destinations remain popular, the northern region — particularly Žabljak and the wider Durmitor area — is increasingly attracting visitors seeking active vacations in nature, clean air, and local organic cuisine.
According to the Žabljak Tourist Organization, the town recorded 10% more visitors in April, 30% more in May, and 20% more in June compared to the same months last year. The Ministry highlighted this as a sign of the region’s growing appeal and the broader diversification of Montenegro’s tourism offer.
Authorities also pointed out that infrastructure investments and better promotion of northern destinations are beginning to pay off. With more tourists choosing alternative locations over the traditional coastal spots, the tourism map of Montenegro is gradually being redrawn.
